subject: Tripod Background Checks And Balances To Resolve Channel Conflict Strategy [print this page] To identify the root causes of channel conflict,
Qiao clear interest to resolve. Background: The three pillars Bin Chen is a well-known TV Companies (companies with KC replace) the regional sales manager in charge of East China A City and the surrounding counties of two small color TV sales. A city economic development, higher levels of consumption, television sets and high, but in its more than 20 color TV
Dealers The real high-quality dealers only three, namely, department stores, the people and the country of light chain Hing Electronic:
Department Store (the "100 Great") who is a traditional strong, deeply rooted in the A market, operation KC brands more than a decade, the brand has always been to KC as the first major department store to promote the brand, its sales accounted for the entire mall TV total volume of 1 / 3, and has a rich network of resources in each township has its own point of wholesale agent network, while department stores also "
Monopoly "A city of about half of the works machine, on the whole, is essential for KC business clients. But its operation backward, in the high-end TV sales and market influence has begun to lag behind the same city's new professional home appliance supplier ?? Man Hing Electric.
Man Hing Electronic (hereinafter referred to as "Man Hing") is a professional private nature of the appliance business, adhere to quality service and excellent products to win consumer loyalty, at the local high-end consumer in mind the influence of very large at the same time people always aware of the Chang Xing strengthen the importance of cooperation with a strong manufacturer and plans to expand into surrounding counties, quietly adjusting the traditional strategies. Man Hing mainly engaged in high-end products, and operating a number of TV brands, and more than a "regional exclusive agents" or "lowest price sales" (that is, changing commodity come from overseas sales), in A City is a more influential channels power.
KC Minxing long-term brand was changing commodity object. Since taking office, Chen Bin, after two months of home to visit and arduous negotiations, the end the real start of China Hing Electronic, but the cost is: the lowest supply within the region, after the first cargo section (Distribution Issues) and a large market support and preferential policy support.
State light chain (hereinafter referred to as the country of light) is a national professional
Home appliance chain Companies have also begun to gradually shift attention away from the big cities of the 23 rich market, but only one store in A City, sales are poor. China Light KC headquarters headquarters and signed a distribution agreement year, the headquarters of the uniform goods and services by the country specific light (A city) and Chen Bin store contact. Given that the exploitation of light on the upper reaches of larger firms, with sales not so optimistic, so including all TV, including Chen Bin suppliers it is not much support, although from the long-term point of view, the country of light in the A great potential for the development of the city But now, Chen Bin support for it is relatively small.
Origin: price reduction in disputes Bin Chen for their own legitimate "pacifying" the most difficult people A city Xing and pleased when a sudden things break his "dream": the country of light without the consent Bin Chen directly in the local primary
Streaming Media Release "Big price reduction offers" information, KC brands of a color TV "honor" was selected, but this TV is the country of light and KC just signed framework agreements need to be protected (that is not price competition) products. More seriously, this TV is precisely the exclusive distribution by the Man Hing (A city in the market), and is China's best-selling and the main push Hing products. A light in the city of the country stores and no permission to distribute this TV, but the country's chain of light transferred from remote product, and then playing in the A price war for market opening, would like to take the opportunity to crack down on people Hing, to improve their own "price killer" image This immediately drew public protests and counter-Hing.
In that message the first time, the original "disobedience" of the people inside the premises Xing flew to KC that models of color TV substantial price cuts (announced the price of light than the lower country, China Xing Zhang and the reason is: the country of light can sell at such low prices, indicating the country of light to pick up KC lower price, and according to KC area with Man Hing signed distribution agreement, China Xing delivery price must be the lowest in the same region). KC-round all the shops down the retail price of color television sets, will be the war to a sudden the whole A City.
Great to know people Hing
100 KC-round prices down, while Chen Bin can not solve on the spot and went on to participate in this price war has gone, and evening television news broadcast of the price cuts, threatened to kingpin other branded products, and even proposed to clean up KC TV appearance!
by: wowo
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